The document discusses Microsoft's marketing strategy for the launch of the Kinect motion sensor for the Xbox gaming console. It describes setting up the "Kinect Loft", an art deco hotel space used to demonstrate Kinect to celebrities, media, partners, and consumers from September to November 2010. The goal was to generate awareness of Kinect, allow trials of the technology, and increase engagement to drive adoption. Charts show how the marketing tactics targeted different audiences over time from initial awareness to trial to high engagement and mass market.

1. David Merzel, Microsoft Country Manager Retail Sales Marketing Microsoft Belux

3. Welcome to the New Consumer Era ! Personalized Anywhere, Anytime Internet Era (2000) Consumer Era (Today+) PC Era (1995) Pre-PC Era (1980) Informed Choice Connected

4. Welcome to the New Consumer Era ! Personalized Anywhere, Anytime Informed Choice Connected

5. Welcome to the New Consumer Era ! Personalized Anywhere, Anytime Internet Era (2000) Consumer Era (Today+) PC Era (1995) Pre-PC Era (1980) Informed Choice Connected

7. 1990 2005 Gaming is more than HARD CORE GAMING

8. CHANGE THE WAY PEOPLE SEE GAMING & ENTERTAINMENT 1990 2005

9. CHANGE THE WAY PEOPLE SEE GAMING & ENTERTAINMENT 1990 2005

10. CHANGE THE WAY PEOPLE SEE GAMING & ENTERTAINMENT 1990 2005

11. What was the Marketing Objectives ?

12. What’s KINECT ? Launch : 11 Nov 2010 Games Interface/Entertainment Recognizes: Movements, voices, facial expressions Communication

13. What’s KINECT ?

14. 14 What’s KINECT ?

15. 15 What’s KINECT ?

18. Kinect : Marketing Tactics Influencers Awareness Trial Engagement High-engaged Masses

19. Kinect : Marketing Tactics Awareness Trial Engagement

20. Kinect Loft, The Big Idea for Kinect. Awareness Trial Engagement

21. Kinect Loft, The Big Idea for Kinect. Awareness Trial Engagement

22. The Kinect Loft Concept Kinect Loft Art Deco Hotel Sept-Nov 2010 Living room experience Kinect 1-1 approach Celebs Media Partners Retailers Stakeholders Consumers (via media competition)

23. Kinect Loft, The Big Idea for Kinect. Awareness Trial Engagement

24. Kinect Loft, The Big Idea for Kinect. Awareness Trial Engagement

25. Kinect Loft, The Big Idea for Kinect. Awareness Trial Engagement

26. Kinect Loft, The Big Idea for Kinect. Awareness Trial Engagement

27. Kinect Loft, The Big Idea for Kinect.

28. Kinect Loft, The Big Idea for Kinect.

29. Kinect Loft, The Big Idea for Kinect.

30. Kinect Loft, The Big Idea for Kinect.

31. Kinect Loft, The Big Idea for Kinect.

32. Kinect Loft, The Big Idea for Kinect.

33. Kinect Loft, The Big Idea for Kinect.

34. Kinect Loft, The Big Idea for Kinect.

35. Kinect Loft, The Big Idea for Kinect.

36. The Experience in the LOFT 2 1 Trial, Trial, Trial 3 Keep it simple, social, and FUN 3 4 Make it visual, make it viral Engagement & Enchantment Memorable Experience

41. Improve Society.

42. 42 Improve Society.

43. 43 Improve Society.

45. 4 months since launch OUR BIGGEST YEAR EVER

46. Kinect Loft, The Big Idea for Kinect. Awareness Trial Engagement

47. Kinect Loft, The Big Idea for Kinect. For PressCoverage

48. Innovative & CreativeApproach

49. David Merzel Thank YOU !